COM3707
Assignment 2
Unique No:
Due 25 September 2025
,Political and Government Communication and Media Ethics
Introduction
This assignment examines the subject of media ethics within the South African context.
The discussion is organised into two major parts:
Question 1 introduces the concepts of ethics and media ethics, highlights the
difference between meta-ethics and normative ethics, compares broad normative
media theories with professional codes of media practice, and explores three
central meta-ethical theories that provide useful frameworks for ethical decision-
making in journalism.
Question 2 focuses on four normative media theories, identifies three important
values for ethical public communication, and analyses the influence of South
African laws and regulatory mechanisms on media ethics. Practical examples are
used to show both the positive contributions of regulation and the potential
challenges it may bring.
The assignment concludes with a personal self-evaluation and a reflection on why
ethics are essential for credible communication and the maintenance of democracy.
Question 1 – Media Ethics: Concepts and Foundations
1. Introduction
The aim of this section is to clarify the meaning of ethics in general and media ethics in
particular, to distinguish between the two main branches of ethical theory (meta-ethics
and normative ethics), and to differentiate normative theories of the media from
professional media ethics that guide everyday journalistic practice. The section also
outlines three important meta-ethical approaches that influence how ethical decision-
making in media contexts can be understood.
, 1.1 Ethics and Media Ethics – Their Importance
Ethics, in its broadest sense, refers to the study of moral principles that guide human
behaviour. It addresses questions of what individuals ought to do, such as whether to
act truthfully, respect privacy, or avoid harm. Ethical reasoning shapes everyday
decisions and provides a framework for assessing what is right or wrong.
Media ethics applies these general principles specifically to the communication
profession. It deals with issues such as:
ensuring accuracy, balance, and fairness in reporting,
respecting the dignity, rights, and privacy of individuals,
balancing the public’s right to information against the potential harm of
disclosure, and
maintaining editorial independence, free from political or commercial
interference.
Within South Africa’s pluralistic democracy, the role of media ethics is particularly
significant. A credible and ethical press strengthens democracy, safeguards vulnerable
groups, and creates space for inclusive dialogue. Responsible journalism supports
accountability, reconciliation, and national development.
1.2 Meta-Ethics vs. Normative Ethics; Normative Media Theories vs. Professional Media
Ethics
Meta-ethics investigates the underlying meaning and nature of morality. It asks
whether ethical values are universal or context-dependent, and what people
mean when they describe actions as “right” or “wrong.”
Normative ethics goes further by proposing concrete principles for action. It
develops moral theories such as:
o Deontology, which emphasises duties and rules,
o Utilitarianism, which prioritises outcomes that achieve the greatest good
for the greatest number, and
Assignment 2
Unique No:
Due 25 September 2025
,Political and Government Communication and Media Ethics
Introduction
This assignment examines the subject of media ethics within the South African context.
The discussion is organised into two major parts:
Question 1 introduces the concepts of ethics and media ethics, highlights the
difference between meta-ethics and normative ethics, compares broad normative
media theories with professional codes of media practice, and explores three
central meta-ethical theories that provide useful frameworks for ethical decision-
making in journalism.
Question 2 focuses on four normative media theories, identifies three important
values for ethical public communication, and analyses the influence of South
African laws and regulatory mechanisms on media ethics. Practical examples are
used to show both the positive contributions of regulation and the potential
challenges it may bring.
The assignment concludes with a personal self-evaluation and a reflection on why
ethics are essential for credible communication and the maintenance of democracy.
Question 1 – Media Ethics: Concepts and Foundations
1. Introduction
The aim of this section is to clarify the meaning of ethics in general and media ethics in
particular, to distinguish between the two main branches of ethical theory (meta-ethics
and normative ethics), and to differentiate normative theories of the media from
professional media ethics that guide everyday journalistic practice. The section also
outlines three important meta-ethical approaches that influence how ethical decision-
making in media contexts can be understood.
, 1.1 Ethics and Media Ethics – Their Importance
Ethics, in its broadest sense, refers to the study of moral principles that guide human
behaviour. It addresses questions of what individuals ought to do, such as whether to
act truthfully, respect privacy, or avoid harm. Ethical reasoning shapes everyday
decisions and provides a framework for assessing what is right or wrong.
Media ethics applies these general principles specifically to the communication
profession. It deals with issues such as:
ensuring accuracy, balance, and fairness in reporting,
respecting the dignity, rights, and privacy of individuals,
balancing the public’s right to information against the potential harm of
disclosure, and
maintaining editorial independence, free from political or commercial
interference.
Within South Africa’s pluralistic democracy, the role of media ethics is particularly
significant. A credible and ethical press strengthens democracy, safeguards vulnerable
groups, and creates space for inclusive dialogue. Responsible journalism supports
accountability, reconciliation, and national development.
1.2 Meta-Ethics vs. Normative Ethics; Normative Media Theories vs. Professional Media
Ethics
Meta-ethics investigates the underlying meaning and nature of morality. It asks
whether ethical values are universal or context-dependent, and what people
mean when they describe actions as “right” or “wrong.”
Normative ethics goes further by proposing concrete principles for action. It
develops moral theories such as:
o Deontology, which emphasises duties and rules,
o Utilitarianism, which prioritises outcomes that achieve the greatest good
for the greatest number, and
